Mark de Lange: Founder & CEO, Ace & Tate
Basic Information
- Name: Mark de Lange
- Position: Founder & CEO
- Company: Ace & Tate
- Location: Amsterdam, Netherlands
- Education: Attended the University of Amsterdam
Professional Overview
Mark de Lange founded Ace & Tate in 2013 and has been leading the company as its CEO. Ace & Tate is an Amsterdam-based eyewear company known for offering Italian handmade frame cuts from the finest acetate, coupled with high-quality lenses, priced at €98. The company has revolutionized the eyewear industry by providing stylish, high-quality glasses at a fair price.
Business Philosophy and Strategy
Mark is heavily involved in both the general management and brand decisions at Ace & Tate. His strategy involves:
- Direct-to-consumer sales model to reduce costs by eliminating intermediaries
- Emphasis on high-quality materials, specifically acetate, for durable and stylish designs
- Transparent business practices inspired by brands like Patagonia and Everlane
- Commitment to sustainability and responsible business practices
- Focus on exceptional customer service, ensuring a high level of customer engagement throughout the purchasing process
Company Growth and Expansion
Ace & Tate has experienced significant growth since its inception:
- Early Growth: Grew from 3 to 12 employees rapidly, expanding within Amsterdam and then internationally.
- Omni-channel Presence: Evolved into an omnichannel company with over 70 stores across 10 European countries.
- Future Expansion Plans: Mark de Lange aims to solidify Ace & Tate's presence as a leading eyewear brand for Gen Y & Z in Europe, with ambition to possibly expand to North America when the business structure allows.
Key Achievements
- Successfully disrupted the traditional eyewear market dominated by large companies
- Established Ace & Tate as a brand synonymous with high quality and affordability
- Overcame industry challenges and skepticism from established players through innovative business models and direct customer engagement
Inspirations and Influences
Mark is inspired by figures such as:
- Yvon Chouinard (Patagonia): Proved that conscious businesses can be successful
- Gildas Loaëc (Maison Kitsuné): Successfully merged fashion and music
- Michael Preysman (Everlane): Built a strong direct-to-consumer retail presence with transparency and ethics at the core
Personal Interests
Outside of work, Mark de Lange enjoys music, art, and travel. He is often found attending rock and metal music concerts with his wife.
Unique Selling Points
- Commitment to providing affordable luxury: high-quality eyewear at a fraction of the traditional cost.
- Innovative direct-to-consumer strategy: Streamlined supply chains and eliminated middlemen to keep prices low.
- Focus on customer experience and service: Ensuring a seamless and engaging purchasing process.
- Sustainable and ethical practices: Striving to be a positive force in the eyewear industry.
Recent Activity and Public Appearances
- Featured in various industry publications and interviews sharing the success and philosophy behind Ace & Tate
- Participated in interviews and podcasts, discussing the challenges and triumphs of scaling Ace & Tate, and offering insights on brand development and customer focus
Conclusion
Mark de Lange’s sustained efforts have not only positioned Ace & Tate as a competitive player in the European eyewear market but have also set a new standard for quality and customer engagement in the industry. His visionary leadership continues to drive the brand’s growth and innovation.
